Executives the world over have long been wedded to the belief that top-down directives and core corporate processes must be strictly adhered to in order to achieve profit targets. New research shows that achieving corporate purpose targets requires something of leaders that is anathema to this long-standing precept – the relinquishment of top-down control. In this second edition of the Future Fluency Brief, we examine the behavioral changes necessary for leaders to achieve Corporate Purpose excellence and the psychological challenge they might face.